Natuzzi Expands in China with Dealer Partnerships & Strategic Growth
Natuzzi recently held a significant sales meeting in Xi’an, one of China’s most historically significant capitals, marking a milestone in the brand’s ongoing expansion within the country. This two-day event was focused on unveiling the latest Natuzzi Editions collection while reinforcing the company’s strategic vision for its growing Chinese market.
The event brought together more than 500 guests, including both current and prospective dealers, underscoring Natuzzi’s commitment to strengthening relationships with its retail partners. It provided an invaluable opportunity to present the company’s integrated merchandising strategy, customer experience enhancements, and innovative marketing initiatives. These elements are crucial to reinforcing Natuzzi’s brand identity and driving commercial success.
Natuzzi’s CEO, Antonio Achille, emphasized the significance of the event, stating.
“I was truly inspired by the remarkable gathering of our dealership community at this extraordinary event. It not only highlights the strength and unity of our partnership but also serves as a powerful testament to the enduring appeal of our brand and the great potential of the Chinese market.”
China: A Key Market for Natuzzi
China remains one of the most strategically important markets for the Natuzzi Group. As the leading European furniture brand in the country, Natuzzi has successfully built a strong retail footprint with approximately 300 Natuzzi stores. This includes 16 stores that are directly operated through a Chinese joint venture established in 2018, in which Natuzzi holds a 49% stake. The joint venture plays a crucial role in expanding the brand’s influence, though its financials are not consolidated into Natuzzi’s overall earnings.
Recognizing the immense potential of the Chinese market, Natuzzi has made substantial investments to fully integrate its operations with advanced retail systems, merchandising strategies, and marketing initiatives. This integration allows for real-time performance tracking and ensures that key decisions in areas such as in-store communication, merchandising, and customer engagement are data-driven and strategically aligned.
As a demonstration of this commitment, CEO Antonio Achille has maintained a consistent presence in China, especially since COVID-related travel restrictions were eased in early 2023. His direct involvement has strengthened Natuzzi’s relationships with dealers and facilitated the implementation of streamlined business strategies tailored for the Chinese market.
Showcasing Innovation: Natuzzi Editions and Strategic Growth
One of the highlights of the Xi’an event was the presentation of Natuzzi’s latest collections—’Feelwell’ and ‘Dolce Vita’—which will serve as central elements in the company’s commercial development strategy throughout 2025. These collections reflect the brand’s ongoing dedication to merging contemporary design with superior craftsmanship, reinforcing Natuzzi’s position as a leader in luxury furniture.
The positive response from dealers at the event resulted in agreements for the opening of 26 new Natuzzi Editions stores in 2025, 24 of which will be managed by existing retail partners. This expansion aligns with Natuzzi’s long-term growth strategy, which focuses on increasing market penetration while maintaining strong relationships with established dealers.
Natuzzi’s integrated approach to merchandising and customer engagement, combined with its commitment to innovative design, has set the foundation for continued success in the region. The event in Xi’an served as both a celebration of achievements and a forward-looking initiative aimed at strengthening Natuzzi’s foothold in China.
Strengthening Dealer Partnerships and Commercial Strategies
The sales launch event also provided an important platform for Natuzzi to maintain direct communication with its dealer network. By fostering an open dialogue, the company aims to ensure that its strategic marketing and commercial approaches remain cohesive and effective. This engagement is particularly important as Natuzzi seeks to drive brand consistency and enhance customer experiences across all its stores in China.
The event also served as a precursor to Natuzzi’s upcoming participation in the Shenzhen Fair, scheduled from March 16 to 19, 2025. This major industry event will provide another significant opportunity for the brand to showcase its latest collections and unveil new marketing initiatives that will further strengthen its market presence.
In addition to the Natuzzi Editions initiatives, CEO Antonio Achille and Braver Wang, General Manager of the Chinese joint venture, met with the Very Important Dealers (VID) group—a select network of highly influential regional dealers. This meeting included an exclusive preview of Milan Design Week, an event that will play a crucial role in shaping Natuzzi’s brand evolution and harmonization efforts on a global scale.
Expanding the Natuzzi Italia Retail Network
As part of its broader expansion strategy, Natuzzi Italia has also been growing its retail presence in key Chinese cities. On January 24, 2025, a new Natuzzi Italia free-standing store was inaugurated in Shenzhen City. Spanning over 3,500 square feet, this store features the latest Natuzzi Italia merchandising and in-store communication concepts. The new retail space embodies the brand’s commitment to delivering an elevated shopping experience, showcasing premium furniture pieces that combine luxury, functionality, and cutting-edge design.
This expansion reflects Natuzzi’s long-term vision for strengthening its brand presence in China. By continuously refining its store concepts and merchandising approaches, the company is setting new benchmarks for retail excellence in the luxury furniture sector.ith its strengthened presence in China, the company is well-positioned to capture new growth opportunities and reinforce its leadership in one of the most dynamic markets in the world.
